Viacom is already buying films for Colors and it makes sense for it to amortize the cost through repeats on a film channel," said Raj Nayak, managing director of Aidem Ventures and an expert in media sales. But with the market generating revenue of between Rs450-500 crore, according to estimates by independent advertising sales agency Aidem Ventures, Viacom will be able to make better use of assets it already has or plans to acquire. The Bollywood film channel will go up against incumbents such as Zee Cinema, Star Gold, Filmy and UTV Movies, among others. 2 slot recently (Star Plus is back at 1). 1 Hindi channel ahead of Star Plus from Star India Pvt. ![]() Launched in July 2008, Colors established itself as the No. (which owns brands such as MTV Networks and Paramount Pictures) and the Network18 group (that operates CNBC-TV18 and CNBC Awaaz). Viacom 18 Media is a 50:50 joint venture between Viacom Inc.
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